“Most people do not listen with the intent to understand; they listen with the intent to reply.” Stephen R. Covey, the brains behind The Seven Habits of Highly Effective People, was spot-on. Many marketing leaders and teams make this mistake when approaching social programs. As both a chief marketing officer and a leader at a social software technology company, I see this everyday.
While we use a lot of terminology when it comes to building social strategies—social listening, social analytics, social intelligence—it all starts with the data. To take the first step toward building successful social programs, brands have to start listening to the data. Social listening—specifically listening with the intent to understand and make smarter decisions with better data—is the backbone to any successful social program for any organization, brand or business.
We have been working with large, very successful brands for many years now that are using social data with different levels of success and sophistication. There is a common theme we see time and time again: The moment when they realize that they now have access to massive amounts of data, yet they are not sure what to do with it. Disillusionment and trepidation start to creep in once they are hit with the “so what” moment.
At this point, big brands and savvy marketers understand that social data is critical to their business, and social listening is a must. For the purposes of clarity, social listening is defined as listening to your customers and potential customers, unsolicited online.
In practice, this means capturing mentions of your brand, interesting brand topics, competitors or really anything interesting to your brand found across the internet. This includes the obvious social sites, but also forums, blogs, etc.
So people are gathering and listening to data, but now they are struggling to prove success to their management and higher ups. In some cases, it has reached the point where top-level management has really started to wonder if there is any value and if it is time to put an end to the program in lieu of a new tactic. Social listening … so what?
This is where the movement to social intelligence becomes crucial. Social intelligence as a practice means acting on social insights and tying social data to business impact. So you have the data, and you have started to pull interesting insights. It is time to move beyond that and analyze the data into meaningful, actionable insights and distribute those insights to the right parts of the organization, to in turn make smarter, business impactful decisions.
Easy, right? Well, not so much. It is certainly a progression path, and it takes a team and executive buy-in. However, once you have it, it is a process of moving from a project to a program that is scalable and repeatable.
We see this progression from social listening to social intelligence as a maturity model that is often based on adoption through use cases and can be used as a map for your program. There are many different use cases that I can discuss as examples, but I chose to give brief examples of the five most commons use cases that we see regularly:
Once siloed teams across your business are finally connected by data, people and systems, you’ll be able to use integrated tools and metrics to map value and drive smarter decisions. Understanding your goals and accessing the metrics of multiple practice areas throughout your company will allow your team to be able to fine-tune your social strategy and key performance indicators, ensuring that you’re bringing valuable insights back to the organization.
Always look beyond the “so what” of social data and connect your efforts to business impact. The “so what” moment can be distressing, but once you follow the program through the stages and start mapping value back to the business, adoption will follow.
Image courtesy of Shutterstock.
Article courtesy of SocialTimes
Facebook Thursday announced the launch of the Facebook Audience Network Native Partner Program, aimed at third-party mediation platforms.
Facebook Audience Network head of partnerships Nik Ajagu said in a blog post that initial members of the Native Partner Program include Fyber, MoPub and Opera Mediaworks, adding that the program “recognizes third-party mediation platforms that have been thoroughly vetted, tested and approved for integration with the Audience Network.”
Mobile application publishers are seeing tremendous success with native ads—more than 83 percent of all impressions on the Audience Network are delivered in native formats, and on average, native ads perform up to seven times better than standard banner formats. Many publishers that are monetizing with native ads have existing relationships with mediation platforms to manage and optimize their ads business. Since the Audience Network supports a variety of unique native display and video formats–like carousel ads that showcase up to five images from an advertiser within a single placement–finding a compatible mediation partner is crucial to a publisher’s success. Members of the Native Partner Program meet pre-determined requirements so publishers can get access to all of our engaging formats, driving increased ad revenue and better outcomes for advertisers.
Platforms that are interested in joining the Facebook Audience Network Native Partner Program can apply here.
Article courtesy of SocialTimes